We lost the north. We’ve been dazzled by the greedy novelty and that has come at a heavy price in terms of inefficiency and wasted time. We underestimated who was always there, who always brought us results, year after year.
What am I talking about?
Of Confirming the role and importance of email marketing against the still unprovable effectiveness of social networks.
I understand it’s normal. I also suffered from this disease. For a while it seemed like nothing existed other than social platforms. However, over time I realized that what really brings results, ie customers and revenue, is email marketing. For while social networks monopolized the limelight, online marketing’s unsuccessful daughter, email marketing, has continued its work, constant and uninterrupted since its inception.
Why are you interested in email marketing compared to other channels?
E-mail is a form of direct marketing that is gaining ground despite digital innovations. Not even social networks could drop him as the most effective way to reach the target audience.
One of its many advantages is that it a Pull and not push marketing. It shows you where customers are spending their time – which unfortunately for all of us is our inbox – instead of asking them to find you!
On the other hand, unlike other forms of online marketing, email can feel like an in-person conversation, making it more likely emotional bond between the user and the branda key factor in the success of any business in this new economy.
Also, let’s not forget that the subscribers to your list are raising their hands and specifically asking for more news from you, they expect and want to hear from you!
Establishing regular email contact with your prospect gives you a Opportunity to sell and of course make offers.
Additionally, its ridiculous cost and potential benefits make online marketing interesting for any business.
Other advantages that we should not forget are the possibility to change campaigns on the fly Ability to accurately track metrics and resultsto calculate the exact return on investment and create highly segmented and personalized campaigns.
However, there are few companies that know how to use email marketing effectively.
Then I list the seven steps necessary to apply email marketing that sells:
1.- Identify your ideal customer
One of the most important elements of business clarity is knowing who your ideal customer is, as everything revolves around him/her. It is what it does and will make your business flow and generate greater profitability.
Create the archetype of your ideal customer. Give it a name and describe it in detail. Think about it: What are your most secret fears, desires, longings and ambitions? Target your message and write directly to your ideal customer.
Spend a few hours thinking about and sketching out your ideal customer archetype. Write it down on a document and describe it on a socio-economic and psychological level.
When you talk about their dreams, hopes, and fears, write them in the first person as if you were him/her.
2.- Connect emotionally with your ideal customer
I’ll let you in on a secret: people buy emotionally. Only later do they justify the purchase with rational arguments.
EVERYONE, absolutely everything is an emotional decision. Ultimately it is about: being beautiful and sexy, being healthy, having status, making money, having love, protecting or not losing money, health and love, having time and being happy. Which is not little…
All of these are deep emotions that nobody recognizes, but which are latent and present in every purchase and every decision.
Analyze what your product or service ultimately delivers. It names its benefits and answers a hypothetical customer’s question: “Why should I care?” Keep asking yourself until you find the last essential emotion.
Filter brush strokes of these emotions in your message. The reader feels addressed and understood. He will know that you understand and can help
3.- Develop exceptional content
One of the keys to customer acquisition is exceptional content. This is how you convince your prospect to invest money in your product or service.
Exceptional content is content that fascinates, that inspires, that informs, that reaches out in a different way, that challenges the reader. It is not satisfied with the follower, but has its own criteria.
Don’t be afraid to polarize. The worst thing that can happen to you is that they remain indifferent to your message.
They don’t have to be lengthy articles, quite the opposite. People’s satisfaction is determined by the ability to implement and the results of your advice. These can be short emails in which you offer advice on something that is immediately applicable, useful and produces results.
Create an Excel and think of 25 topics to write about. Think of the questions they always ask you, the information they should learn (that are of interest to them) to train them.
Always remember to create content that aligns with your ideal customer archetype.
What topics can you write about depending on your products or services that your offerings are the ideal solution to?
4.- Develop and master copywriting
One of the most important parts of your mailings are the subjects of your emails. They are the key that keeps them reading. It doesn’t matter how good your article is if they don’t read it! And if they don’t read it, there are no sales.
People are very tough. So now you have to get even better! No more boring headlines. You need to know how to generate enough curiosity for them to click and read your message.
Copywriting is not limited to headlines. This involves aspects such as the strategic structure of texts, the choice of words that trigger actions, the hierarchy of information or its design and visual design.
Everything is studied and true professionals optimize every word to the millimeter to increase the conversion rate.
Look at the subjects of the emails you open. Create a document collecting the best headlines for inspiration and examples. Analyze why you opened these emails and commit to study writing and analyze the results.
5.- Increase your list in your marketing actions
In email marketing, While the quality of your subscribers is paramount, the size of your list is crucial. Your sales volume – when done right – is directly proportional to the size of your list. This is why it’s so important to grow your list while trying to get as many people as possible to open and read your email.
It doesn’t matter how big your company is or how established and important you are. You always want to reach more people and get more subscribers because it’s in the privacy of your newsletter that you convert them into customers.
Paste the registration form on your website. Believe it or not, its most important function is to capture leads and convert visits into subscribers.
Design your hook with your ideal customer’s greatest desires in mind.
6.- Segment and personalize
In order not to burn your list and make your shipments more efficient, Build your campaigns based on your subscribers’ preferences.
You can define these preferences in the subscription form (without going overboard with the fields to fill out) or you can create different lists for those interested in products, events and special launches.
With Office Autopilot and Infusionsoft, you can apply labels according to each subscriber’s history: whether or not they bought one of your products or services. Aweber and mailchimp They also allow you to place labels, but only manually.
As your business grows, you need more powerful and complete software that includes CRM. Try to change as little as possible as you will lose subscribers in the process.
This is a more advanced topic that I don’t want to confuse. When choosing an email marketing provider, make sure it allows you to:
- Make different lists
- Segment based on subscriber activity
- create subgroups
- Create autoresponders
- personalize with name
- schedule shipments
- Design the email as you wish
If you don’t already have a provider, you can start with Mailchimp or Aweber.
7.- Be constant
And finally, and this still matters a lot, we have endurance. Consistency is what separates the pro from the amateur. It is the key to success in life and especially in business.
Most people who don’t get results from their email marketing are because they’re not consistent in sending or have the will to improve and be exceptional.
You can’t send a few emails and disappear for three months. You can’t get overwhelmed after a few weeks and not study how to improve it.
I know it’s hard to achieve inertia, but believe me, once you have it, it’s like a train picking up speed.
Respond to your answer to this question: How would you behave if you were the best in the world in your field?
And one last piece of advice: have the will to dominate your industry. to be the best. And stay consistent.